Find why Gen Z prefers social media for brand research over search engines. Take a look at insights into consumer behavior, digital marketing, and the power of social influence.
Introduction:
In today’s digital age, Gen Z is shaping the way brands connect with their audience. Recent data from GWI Core in 2023 reveals that more than half (51%) of Gen Z consumers worldwide prefer using social media to research brands, remarkable the 45% who turn to traditional search engines like Google. Let’s look into the reasons behind this shift and what it means for brands looking to capture the attention of Gen Z.
Gen Z’s Social Search Trend:
According to a survey conducted in October 2023, the primary reason Gen Z moved towards social media for brand research is the speed at which they can find information. A significant 60.1% of Gen Z social search users appreciate the quick access to the details they seek. Additionally, 36.7% value the relevance of the results, while 26.5% appreciate the visual appeal, and 21.4% find it fun.
Understanding Gen Z’s Preferences:
Gen Z enjoys the interactive and visually engaging nature of social media searches. For brands aiming to win the favor of this demographic, adapting and increasing search results is important. Traditional search engines and retailers take note – to stay relevant, your approach needs to mirror the engaging features those social media platforms offer.
Adapting to Gen Z:
To keep up with Gen Z’s preferences, brands should track the developing search behaviors of this demographic over time. This not only helps understand their changing needs but also allows businesses to tailor their strategies to meet these expectations. Moreover, justifying advertising spend on paid social channels, especially in search results, becomes all-important to successfully reach and resonate with Gen Z.
Conclusion:
In conclusion, Gen Z’s leaning towards using social media for brand research highlights the importance of adapting marketing strategies. Brands that accept the quick, relevant, and visually appealing aspects of social media searches stand a better chance of capturing the attention and loyalty of Gen Z consumers. As the digital landscape continues to develop, staying adjusted to these preferences is key for brands aiming to remain relevant and successful in their marketing.
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